With the goal of reinforcing the knowledge and the commitment of the salesmen with regards to the Premium Brands of Heineken’s portfolio, we created and directed a national format produced in 7 cities in Mexico, aimed to executives and managers of the sales force and to a team of some 300 sales managers and directors.
Made In Itaca, our twin company on the other side of the ocean, invented “Universo Premium”, an experiential event, designed to fully explain the goals and the messages of the brands through the philosophy on which the “Inspire to Sell” creative and strategic processes are based. Throughout the event, the guests could dive into the universe of each brand in a unique experience. Making use of dynamic hands-on techniques, the sales force acquired powerful sales tools and evidence, together with a greater involvement in the brands. This highly innovative approach, focused on design and strategic creativity, was built to focus on the real needs and on the learning style of the sales force.